The Edward Show

E948: A real SEO case study that challenges one of the most common link-building assumptions: that higher domain authority backlinks are always better. Using an example from the SEO subreddit, I explain how a nationally known appliance brand improved rankings for an extremely competitive keyword by moving away from high-authority websites and intentionally building links from smaller, real blogs instead. This is about nuance in SEO. Doing one tactic repeatedly - even if it's considered "best practice" - can stall growth or actively hurt performance. Search engines reward variety, realism, and natural patterns, not perfection. What you'll learn: - Why relying only on high-authority backlinks can limit rankings - How low-authority websites can strengthen a backlink profile - What a "natural" backlink profile actually looks like in practice - Why difficult keywords require both volume and diversity - How real blogs owned by real people influence search rankings - The difference between strong backlinks and balanced backlinks - Why repeating one SEO tactic is a long-term risk Case study covered: - A national appliance company targeting an ultra-competitive keyword - An audit that revealed an overly "clean" backlink profile - A strategic shift to smaller, niche blogs with real audiences - Roughly 200 lower-authority links built over four months - Rankings improved after adding variety, not more authority Topics discussed: - Backlink audits and pattern detection - High-authority vs low-authority links - Anchor text and link diversity - Branded searches and natural signals - Podcast backlinks vs journalist links - Directories, partnerships, and linkable assets - Why SEO should look normal, not engineered Also covered: - Why some self-promotional listicles are losing traffic - The difference between a few transparent listicles and mass production - Why templated, AI-generated content gets flagged - How overdoing any tactic creates an unnatural footprint This is a reminder that SEO isn't about maxing out one metric. It's about balance, variation, and consistency over time. If your strategy looks too perfect, it probably isn't working as well as it could. ⭐️ Moved Away From The Large Power Websites - https://www.reddit.com/r/SEO/comments/12ihay2/link_building_in_2023_strategies_that_have_worked/ 💎 Compact Keywords - My SEO Course - Get paying customers through SEO - Clear step-by-step video breakdowns - SEO templates to be copied and adapted for your products and services: https://compactkeywords.com/ 00:00 Introduction: The Importance of Varying SEO Strategies 00:30 Case Study: Low Authority Sites Boost Rankings 01:03 Detailed Analysis: The Appliance Company Example 02:23 The Strategy: Building a Natural Backlink Profile 04:18 Practical Tips for Diverse Link Building 05:45 Addressing Criticism: Self-Promotional Listicles 07:43 Conclusion: The Power of Variety in SEO The Edward Show. The #1 search engine optimization podcast: https://edwardsturm.com/the-edward-show/ #searchengineoptimization #linkbuilding #backlinks #digitalmarketing